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Transcript of Branding and Advertising for FORD FIESTA
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A Project on
Branding and advertising for FORD FIESTA
done for
Fortune Ford, HYDERABAD
PROJECT REPORT
Submitted in partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
By,
B. Chandra sekhara Reddy
Regd No: 90308003
Under the Guidance of
Mr.
HEAD OF THE DEPARTMENT
DEPATRMENT OF BUSINESS ADMINISTRATION
VISWA GANGA INSTITUTE OF TECHNOLOGY,(AFFILIATED TO UNIVERSITY,)
(For The Year 2009-2011)
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DECLARATION
I hereby declare that this Project Report on Branding and advertising for FORD FIESTA
submitted by me to the Department of Business Management, K.U., is a bonofide work undertaken by
me and it is not submitted to any other University or Institution for the award of any degree diploma /
certificate or published any time before.
Name and Address of the Student Signature of the Student
B. Chandra sekhara Reddy
Regd No: 90308003
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CERTIFICATION
This is to certify that the Project Report titleBranding and advertising
for FORD FIESTA submitted in partial fulfillment for the award of MBA Programme
of Department of Business Management, was carried out by Mr. B. Chandra sekhara
Reddy, Regd No: 90308003, under my guidance. This has not been submitted to any
other University or Institution for the award of any degree/diploma/certificate.
Signature of the Guide
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Acknowledgement
Undertaking any project in life proves to be a milestone in more ways than one.
Its successful completion reifies on a myriad of people & their priceless help.
Project work in never the work of an individual, it is more of a
combination of views, suggestions &contribution of many individuals. Thus one of the
most pleasant parts of doing this project is the opportunity to thank all these who have
contributed towards successful completion of this project.
I thankful to Prof Mr._________, Principal, VISWA GANGA INSTITUTE OF
TECHNOLOGY for his co-operation to get summer placement.
I thankful to Mr.________, Head of the Department, VISWA GANGA
INSTITUTE OF TECHNOLOGYfor making it convenient to under take a project work.
I take this opportunity to thank the FORD FIESTA to give me this chance toknow about the back bone of the retail industry. It has been a pleasurable experience
filled with knowledge & awareness to take part in this project. This project would not
have been successful without the guidance of my industrial project guide
Mr. RAM MALLA REDDY. Who has provided me time, out of his busy schedule.
Further I would also like to thank whole team ofFORD FIESTA for their co operation
& guidance at field. Without the support of these wonderful people I would never had
completed my internship successfully & learning would never have turned interesting.
Last, but not the least I would like to thank the whole team ofFORD FIESTA
for so much supportive nature.
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Contents
Chapter 1
Ford Company Profile
Industry Profile
Ford Company Profile
Fortune Ford Profile
Product Profile
Chapter 2
Research Methodology
Chapter 3
Branding & Advertising
Chapter 4
Analysis of customer response on
Branding and Advertising for FORD FIESTA
Chapter 5
Findings & Suggestions
Annexure
Questionnaire
Bibliography
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Ford CompanyProfile
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Introduction to cars:
While human being thought of running faster than the wind and fly higher with his
dreams, then the concept of cars came into his mysterious but solving mind. With the invention
of the wheel in 4000 BC, mans journey on the road of mechanized transport had begun. Since
then he continually sought to devise an automated, labor saving machine to replace the horse.
Innumerable attempts reached conclusion in the early 1760s with the building of the first steam
driven tractor by a French Captain, Nicolas Jacob Cugnot.
It was however left to Karl Benz and Gottlieb Damlier to produce the first vehicles
powered by the internal combustion engine in 1885. It was then that the petrol engine was
introduced, which made the car a practical and safe proposition. The cars in this period were
more like the cars on our roads today. With cars came the era of speed.
The first ever land-speed record was established about a 100 years back, in 1898. Count
Gaston de Chasseloup-Laubat of France drove an electric car (in Acheres near Paris) at a speed
of 39.24 miles per hour. This flagged off the era of wheels racing, which lasted till 1964, after
which jet and rocket -propelled vehicles were allowed.
Then onwards, it has been one big journey...on the roads
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Indian car industry:
Compare to various countries industries Indian car industry is the fastest growing car
industry. Coming into details India gave birth to its first car on the city street anticipated from
the beginning of twentieth century i.e. in 1898 the first car rolled on the Indian roads.
But the first car that was produced in India is by Premier Auto back mobile(PAL) in the
year 1946 though the Hindustan Motors (HM) was setup in the year 1942 and PAL was
established in 1944 the HM concentrated on auto components and could produce their first car
in the year 1948. By this we can say Indian car industry is going from strength to strength i.e.,
Fast, faster, fastest .and there was no turning back. This can be proved by going into the
statistics of the car Industry. Lets see the Production trend, sales trend, Exporting trend for
five years of Indian car industry.
CAR PRODUCTION TREND
Category 2005-06 2006-07 2007-08 2008-09 2009-10
Passenger
Cars
500301 557410 782562 960487 1045881
Utility
Vehicles
105667 114479 146325 182018 196371
MPVs 63751 51441 60673 67371 66661
Grand Total 669719 723330 989560 1209876 1308913
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From the table1-1 the total number of cars produced in the year 2005-06 are has
been increased from 6,69,719 units and this number has increased to 13,08,913 units in the
year 2009-10.
CAR SALES TREND
Category 2005-06 2006-07 2007-08 2008-09 2009-10
Passenger
Cars
509088 541491 696153 820179 882094
Utility
Vehicles
104253 113620 146388 176360 194577
MPVs 61775 52087 59555 65033 66366
Grand
Total
675116 707198 902096 1061572 1143037
Where as from table 1-2 we can observe that the sales of the cars have been increased
from 6, 75,116 units to 11, 43,037 units from the year 2001-2006 and the growth was nearly
70% from 2005-06 to 2009-10.
EXPORTS TRENDS
Category 2005-06 2006-07 2007-08 2008-09 2009-10
Passenger Cars 49273 70263 125320 160670 170193Utility Vehicles 3077 1177 3049 4505 4486
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MPVs 815 565 922 1227 1093
Grand Total 53165 72005 129291 166402 175772
Not only sales & production table 1-3 illustrates that the export of the cars from India
has also been increased from 53165 units to 175772 units
From the above statistics we can say that Indian car industry was growing fast, faster,
fastest among the car industry.
Coming to international car market the ranking was given according to the sales &
percentage of the market share of that particular company. It was shown in the table1-4.
INTERNATIONAL STATISTICS(Top Car Manufacturers in the World)
Company
Sales (in million
vehicles)
Market Share
1. General Motors 6.60 15.84
2. Ford Group 4.83 11.64
3. VW Group 4.00 9.65
4. Toyota 3.87 9.325. Daimler Chrysler 2.83 6.82
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6. Fiat Group 2.61 6.29
7. Nissan 2.29 5.52
8. Honda 2.14 5.15
9. PSA Group 1.85 4.45
10.Others 1.67 4.02TOTAL 41.49 100
The above table 1-4 shows that Ford is standing 2nd in the international market with a
market share of 11.64
Company Profile
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Ford Company Profile
Ford Motor Company, a global automotive industry leader based in
Dearborn, Mich., manufactures and distributes automobiles in 200 markets across six
continents. With about 300,000 employees and 108 plants worldwide, the companys core and
affiliated automotive brands include Ford, Jaguar, Land Rover, Lincoln, Mazda, Mercury and
Volvo. Its automotive-related services include Ford Motor Credit Company.
Vehicle Brands:
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Automotive Service Brands:
The company's world headquarters is in Dearborn, Michigan. Ford Motor Company officially
celebrated its 100th anniversary on June 16, 2003
One of the most essential ingredients for a successful business is communication. The
company strives to keep the public well informed about them, their products, financial
progress, and public policy.
Focusing on customer satisfaction and loyalty and keeping their promises
Using their understanding of the market to anticipate customer needs
Delivering innovative products and services that offer high value in terms of function,
price, quality, safety and environmental performance
The statement given by Bill Ford Chairman & CEO, Ford Motor Company on the
occasion of its 100th anniversary is
"At Ford Motor Company, we have made sustainability a long-term strategic
business priority. The reason is simple: we are a 100-year-old company, and I
want us to become a 200-year-old company. Sustainability is about ensuring
that our business is innovative, competitive and profitable in a world that is
facing major environmental and social changes."
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Ford has started its operations in India in the name of FORDINDIA and there
was many dealers for Ford India through out India. and in Andhra Pradesh in Hyderabad city
fortune ford is one of dealers for ford with five running models they are
1. Ford IKON
2. Ford FIESTA
3. Ford FUSION
4. Ford MONDEO
5. Ford ENDEAVOR
Now the company wants to increase the sales of FIESTA. So the dealers are instructed to
take the necessary actions in this direction. So the present study has undertaken in Fortune ford
which is one of the dealers of FORD in Hyderabad city.
Fortune Ford Profile
Fortune Ford is one of the dealers of FORDINDIA in Hyderabad. Fortune Ford is a
50:50% Joint Venture set up between two well known and reputed families in Hyderabad, the
Modis and the Babu Khans. Fortune Ford is a blend of experience and youth. The experience
and good will that Mr. Misbahuddin Babu Khan and Mr. Pramod Modi enjoy blend very well
with the youth and energy of the youngsters Bashir, Ashish, Nirav and Siraj to make Fortune
Ford a truly world class Ford Dealership.
Fortune Ford markets and services the recently launched truly European Ford Fiesta,
the ever-popular Ford Ikon Flair , the No non-sense car Ford Fusion and the macho SUV the
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Ford Endeavour through its sales and service outlets at Hyderabad. The sales outlet is located
strategically at Somajiguda next to Eanadu. We have two service centers, one at Chapel Road,
Abids opposite Stanley College and other one at Fathebagh, Santhnagar. These centrally
located outlets provide convenient and easy access to both the proud owners as well as
prospective buyers. The workforce at Fortune Ford is committed to excellence in serving all
esteemed customers.
The Sales Team is made up of dedicated showroom and field executives who are
professionally trained by Ford India Limited. They are adept at guiding the customer through
the entire sales process right from assisting in the choice of model, colour and features to
lending a helping hand in providing attractive buyback options and also arranging finance at
competitive rates.
The Service Centre is armed with the state-of-the art equipment and is in-line with
Ford's exacting Global standards. The service team is technically qualified and trained to
analyze and provide solutions adhering to Quality Care, in order to satisfy even the most
demanding customers.
The Fortune Ford dealership maintains a high standard of excellence in sales and
services by sending its personnel for training on a regular basis to Ford India Limited, to
update them with the latest technological advances in the automotive sphere.
SHOWROOM
Fortune Ford has 5000 sq.ft. Centrally air conditioned showroom, located in the heart of
the city in Somajiguda, adjacent to Eenadu office and just opposite to Khairtabad RTA. This
makes convenient for almost every one residing in and around Hyderabad and Secunderabad.
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The facilities offered from the showroom are:
1. Very easy finance facility with in-house finance team to cater to your every car finance
requirements. All the leading finance counters are available like ICICI, HDFC, KOTAK,
SUNDARAM, SBI, etc.
2. Exchange offer for any of your used car. Free spot evaluation for any used car.
3. Professionally trained and courteous sales staff to take care of every relevant needs of the
customers.
4. Ford preferred insurance for cashless transactions in the event of claims. Special offers
on Insurance renewals. You can also renew your insurance by just making call to our
Service marketing help line 9848885919.
5. Full range ofFord cars with all colours and models to choose from.
6. A good stock ofFord genuine accessories to make your Ford ownership more delightful and
safe.
7. A well maintained fleet of test drive cars to give you the feel and experience the drive
dynamics on actual driving conditions before take the purchase decisions. You can call our
sales help line for test drive or fill the on-line test drive requisition form.
Fortune Ford is an authorized dealer for Ford India Limited, who are one of the
leading manufacturers of top quality cars in India, with many variants in the offering.
Fortune Ford is a 50:50% Joint Venture set up between two well known and reputed
families in Hyderabad, the Modis and the Babu Khans. Fortune Ford is a blend of experience
and youth. The experience and good will that Mr. Misbahuddin Babu Khan and Mr. Pramod
Modi enjoy blend very well with the youth and energy of the youngsters Bashir, Ashish, Nirav
and Siraj to make Fortune Ford a truly world class Ford Dealership.
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Fortune Ford markets and services the recently launched truly European Ford Fiesta,
the ever-popular Ford Ikon Flair , the No non-sense car Ford Fusion and the macho SUV the
Ford Endeavour through its sales and service outlets at Hyderabad. The sales outlet is located
strategically at Somajiguda next to Eanadu. They have two service centers, one at Chapel
Road, Abids opposite Stanley College and other one at Fathebagh, Santhnagar. These centrally
located outlets provide convenient and easy access to both the proud owners as well as
prospective buyers. The workforce at Fortune Ford is committed to excellence in serving all
esteemed customers.
The Sales Team is made up of dedicated showroom and field executives who are
professionally trained by Ford India Limited. They are adept at guiding the customer through
the entire sales process right from assisting in the choice of model, colour and features to
lending a helping hand in providing attractive buyback options and also arranging finance at
competitive rates.
The Service Centre is armed with the state-of-the art equipment and is in-line with
Ford's exacting Global standards. The service team is technically qualified and trained to
analyze and provide solutions adhering to Quality Care, in order to satisfy even the most
demanding customers.
The Fortune Ford dealership maintains a high standard of excellence in sales and
services by sending its personnel for training on a regular basis to Ford India Limited, to
update them with the latest technological advances in the automotive sphere.
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Product Profile
Ford Fiesta Offers a potent combination of global styling, superior driving dynamics,
enhanced interior comfort and class leading fuel economy.
The Duratec petrol engine in the Fiesta gives it the fun-to-drive flavour and enhanced
fuel economy through a combination of advanced combustion technology, minimum weight,
and low internal friction. The Ford Fiesta Duratec comes in two variants - 1.4 Litre is an ideal
city car and 1.6 Litre is a joy-to-drive car for the driving enthusiast.
Ford has further strengthened their market by introducing its proprietary Turbo Direct
Common Rail injection (TDCi) technology in India.
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The Fiesta's all- aluminum diesel powertrain is the state of the art version equipped with
new generation TDCi technology. Using the latest two-stage fuel injection system and an
Accelerometer Pilot Control, the Fiesta will create new standards in turbo-diesel performance.
While being one of the smoothest and quietest diesels in its class, the contemporary technology
is designed to deliver responsive acceleration, fuel economy, and reduced emissions." The line-
up of Ford Fiesta is now available across India.
Ford Fiesta Retail Prices (ex Showroom Hyderabad) (All prices in Rupees)
Fiesta 1.4 Duratec Exi (Petrol) Rs. 5.69 lakh
Fiesta 1.6 Duratec SXi (Petrol) Rs. 7.01 lakh
Fiesta 1.4 Duratorq ZXi (Diesel) Rs. 7.21 lakh
Fiesta 1.6 Duratec Petrol will be available in the super luxury version SXi with special
features such as plush leather upholstery, leather steering, power mirrors, height adjustable
driver seat, 6-CD in-dash premium audio with six speakers and premium metallic finish on the
front fascia.
Fiesta Duratec and Duratorq luxury version ZXi will have on offer plush fabric
upholstery, tilt steering, power windows, power steering, single CD audio with four speakers,
front and rear reading lights and premium metallic finish on the front fascia. The 1.4 Duratec
EXi is well equipped with tilt steering, power windows, power steering and distance to empty
gauge in instrument cluster.
Fiesta with a potent combination of powerful styling and a 'raring to go' spirit is set to
excite you with its performance and comfort. Once behind the wheel, Ford believe you will
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'Go Fida' over this car. The Urdu expression 'Go Fida' best translates to a sense of obsession
that this car will create when driven.
Whether you are driving on city roads or highways the fiestas performance is spirited
and responsive. Contemporary automotive design that perfectly combines style and solidity.
Dura technology, at the heart of the fiesta, ensures every drive is exciting, smooth and
economical. The fiesta also features ABS (Anti-lock brake system) and EBD (Electronic brake
distribution). So when you drive the ford fiesta you can be sure things are as safe as can be.
Dura Technology:
Dura Technology is a world renowned revolutionary petrol and diesel technology patented by
Ford. It makes the Fiesta more exciting to drive and more economical to run or Dura
smooth , Dura Vroom and Dura Safe as we prefer calling it.
Safety:
Ford Fiesta has been put through the most stringent Ford safety standards which check against
front and rear crashes and fuel system integrity.
Comfort:
The Fiesta has been designed from inside out, resulting in more space than sedans in the
segment. The overall interior design utilizes the advantage of the additional width of Fiesta's
body structure, providing comfort for five people in the passenger compartment.
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General Electronic Module (GEM): Imagine Generic Electronic Module as a super
computer that controls engine diagnostics.
Power Control Module (PCM): A newly designed PCM is standard in Fiesta for improved
refinement, lower fuel consumption and reduced emissions
Safety Features for the ulimate sense of security:
The Fiesta was designed from the inside out. The result is more space than sedans available in
the segment. The overall interior design takes advantage of the additional width of Fiesta's
body structure, providing comfort for five adults in the passenger compartment.
Fiesta offers two options.
Interior Lamps: Courtesy lamps fade as the doors close.
Remote Boot Release: Electronically controlled and only operates if the vehicle is standing
still or travelling at less than 7 kph, as a safety measure.
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Instrument Panel: The instrument panel features advanced design with round powerful air
vents and ample storage.
Safety Features for the ultimate sense of security Created with the disciplines of Ford's shared
technology approach, a core team of Indian engineers worked with product development teams
from UK, Germany and Australia on the project. 2/3 of the Fiesta has actually been designed
specifically to suit Indian consumers.
Water Wading and Bow Wave test: The Ford Fiesta was put through intense water wading
tests
AC Performance: The Fiesta features a significantly upgraded AC system that delivers class-
leading levels of air-conditioning performance and comfort.
Whether you're driving on city roads or highways, the Fiesta's performance is
spirited and responsive. The way this car hugs curves and takes off at traffic signals will set
your pulse racing. Engineered specifically to adapt to demanding Indian road conditions, the
Fiesta combines its high stability with exceptional driving comfort. The suspension is specially
turned to better absorb road surface disturbance and minimize discomfort to passengers.
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ResearchMethodology
RESEARCH DESIGN AND METHODOLOGY
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In this chapter Need, Objectives, and the research design and Methodology followed
during the study are in detail.
NEED FOR THE STUDY
Todays marketing strategy has changed when compared to olden days and todays
marketers say that sell the benefits and automatically the product will be sold. This is the
latest motto of every company. To sell the benefits it is very necessary to communicate with
the customers The company communicates the customer through different marketing activities
and one of them is advertising
Hence the company wants to know that which the better media for advertising their
product is and evaluate the effectiveness of the present advertisements. Hence the present study
has under taken.
OBJECTIVES
To study the effectiveness of FORD FIESTA advertisement.
To find out better way of advertisements to reach todays customers.
RESEARCH METHODOLOGY
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The methodology that is adopted for the study is such that it facilitates the data
accumulation. The Information is gathered through survey method. The survey method has
been adopted for collecting the data from people who are using cars this includes the customers
of FORD also.
RESEARCH DESIGN
Research design is defined as the specification of methods and procedures for acquiring
the information needed. Generally the research design is any of the following three types-
Descriptive, EXPLORATORY and CASUAL.
DESCRIPTIVE STUDY
Descriptive study/ research is marked by the prior formulations of specific research
questions. The Investigator already knows a substantial amount about the research problem
before the project is initiated. Hence this is chosen for my research.
EXPLORATORY STUDY
The major purpose of exploratory study is the identification of problems, the more
precision formulation of problems and the formulation of new alternative courses of action
CASUAL STUDY
The study involves the determination of the causes of what the researchers are
predicting. This is mainly a cause and effect study.
The research design selected by the researcher in the present study is DISCRIPTIVE
in nature
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RESEARCH INSTRUMENT
Marketing research has a choice of two main research instruments in collecting primary
data. These are questionnaires and mechanical devices.
In order to extract firsthand information from the respondents, a pre-tested questionnaire
was prepared and the same was administered to the respondents.
DATA SOURCES
Data means a collection of facts in real life statistical data is a collection of facts in
numerical figures.
The data sources are usually identified using the type of data needed. There are two
types of data
1. Primary data
2. Secondary data
PRIMARY DATA
The firsthand information by the investigator by means of observation face to face
questioning, telephone interview and mailing questionnaire is called Primary data.
Primary data consist of original information gathered for a specific purpose.
SOURCES OF PRIMARY DATA
For the purpose of present study the primary data was collected from the respondents by
contacting them personally.
SECONDARY DATA
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Secondary data consists of information that already exists somewhere, having been
collected for another purpose.
SOURCES OF SECONDARY DATA
For the purpose of present study the secondary data was collected from published data
of the companies.
SAMPLING PLAN
The use of sampling is of vital importance to any researcher because
1. Sampling may be the only possible way.
2. Sampling can result in cost saving.
3. Sampling can save the needed time.
4. Sampling can promote greater accuracy and,
5. Sampling is also warranted in some situations.
As it is not practical to attempt a survey of the entire population, a limited number of
surveys of people using cars have been carried out for the present study.
POPULATION
Population is the aggregate of objects animate and inanimate, under study in any
statistical investigations.
The population for the study here was persons who are using cars in the areas of jubilee
hills, bunjara hills and near Hi-Tech city in Hyderabad.
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SAMPLING UNIT
A decision has to be taken concerning a sampling unit before selecting a sample.
Sampling unit may be a geographical one such as a state, district, village, etc., or a constructing
unit such as house, flat, etc., or it may be a social unit such as family, club, school etc., or it
may be individual. The researcher will have to decide one or more of such units that he has
select for his study. Here sample unity for this study are people using cars in the areas of
jubilee hills, bunjara hills and near Hi-Tech city in Hyderabad. It a mixture of 45 existing
customers of Ford and 55 non-customers of Ford.
SAMPLING PROCEDURE
All items in any field of inquiry constitute a universe or population.
A sample design is a definite plan for obtaining a sample from a given population. It refers to
the technique or the procedure the researcher would adopt in selecting items for the sample.
Sample design may as well lay down the number of items to be included in the sample i.e., the
size of the sample. Sample design is determined before the data are collected.
There are different types of sample designs are available. Mainly they are divided
into two categories, one is probability sampling and the other is non-probability sampling.
PROBABILITY SAMPLING
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Probability sampling is also known as random sampling or chance
sampling. Under this sampling design, every item has an equal chance of inclusion in the
sample. It is, so to say, a lottery method in which individual units are picked up from the whole
group not deliberately but by some mechanical process. Here it is blind chance alone that
whether one item or the other is selected. Some of the random sampling designs are as follows.
Systematic sampling, stratified sampling, cluster sampling, area sampling, multi-stage
sampling and sequential sampling.
NON-PROBABILITY SAMPLING
Non probability sampling is that sampling procedure which does not
afford any basis for estimating the probability that each item in the population has of being
included in the sample. Non-probability sampling is also known by different names such as
deliberate sampling, purposive sampling and judgement sampling. In this type of sampling, the
researcher selects items for sample deliberately; his choice concerning the items remains
supreme. Quota sampling, judgement sampling, convenience sampling etc., are some of the
non-probability sampling designs.
Here the researcher follows non-probability sampling for conducting his survey,
and in detail sampling procedure is convenience sampling. This procedure is adopted based
on the convenience of the researcher time and money constraints.
SAMPLE SIZE AND AREA
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The sample size includes 100 people who are having cars in the areas of jubilee hills,
bunjara hills and near Hi-Tech city in Hyderabad.
STATISTICAL TOOL
The statistical tool used for conducting the present study is simple
percentages method.
Market:
A market is the set of actual and potential buyers of a product. These buyers share a
particular need or want that can be satisfied through exchange relationships.
Marketing:
Marketing is the business function that identifies customer needs and wants. Creating
customer value and satisfaction are the heart of modern marketing thinking and practice.
Marketing is the delivery of customer satisfaction at a profit
Marketing Mix (4 Ps):
Marketing mix includes the set of controllable, tactical marketing tools in the target
market.
Product means the goods and services combination the company offer to the
target market. Ex: Nuts & Bolts, Spark plugs, Pens & Pencils etc.
Price is the amount of money customers have to pay to obtain the product.
Place includes company activities that make the product available to target
consumers
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Product
Product varietyQuality & Design
FeaturesBrand name
Packaging & ServicesWarranties & Returns
Product
Product varietyQuality & Design
FeaturesBrand name
Packaging & ServicesWarranties & Returns
Price
List priceDiscounts
AllowancesPayment period
Credit terms
Price
List priceDiscounts
AllowancesPayment period
Credit terms
Place
ChannelsCoverage & Locations
AssortmentsInventory
Transportations
Logistics
Place
ChannelsCoverage & Locations
AssortmentsInventory
Transportations
Logistics
Promotion
BrandingAdvertising
Personal sellingSales promotionPublic relations
Promotion
BrandingAdvertising
Personal sellingSales promotionPublic relations
TargetCustomers
Promotion means activities that communicate the merits of the product and
persuade target customers to buy it. Ford spends money each year for advertising
to tell consumer about the company and its product.
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Branding & Advertising
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Branding & Advertising:
Branding
"Branding" is a product of the late 1800s. Due to the prevalence of dangerous products and
unregulated industries of the Industrial Revolution, brands were introduced to increase the
reputation and value of a particular manufacturer. An identified brand often meant safety and
quality.
Definition:
Branding is northing but differentiating our product from other products. Through
branding we can upgrade our company name & fame
Advertising:
Definition:
Advertisement is one of the media for communicating the information about a product
through a paid source of communication.
Types of advertising
Media
Covert advertising
Television commercials
Newer media and advertising approaches
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Media
Paying people to hold signs is one of the oldest forms of advertising, as with this
Human directional pictured above
A bus with an advertisement for GAP in Singapore. Buses and other vehicles are
popular mediums for advertisers.
A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station
Commercial advertising media can include wall paintings, billboards, street furniture
components, printed flyers and rack cards, radio, cinema and television ads, web banners,
shopping carts, web popups, skywriting, bus stop benches, human directional, magazines,
newspapers, town criers, sides of buses or airplanes ("logo jets"), taxicab doors, roof mounts
and passenger screens, musical stage shows,
subway platforms and trains, elastic bands on disposable diapers, stickers on apples in
supermarkets, the opening section of streaming audio and video, posters, and the backs of
event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their
message through a medium is advertising.
Another way to measure advertising effectiveness is known as ad tracking. This advertising
research methodology measures shifts in target market perceptions about the brand and product
or service. These shifts in perception are plotted against the consumers levels of exposure to
the companys advertisements and promotions. The purpose of Ad Tracking is generally to
provide a measure of the combined effect of the media weight or spending level, the
effectiveness of the media buy or targeting, and the quality of the advertising executions or
creative. Ad Tracking Article
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Covert advertising
Covert advertising is when a product or brand is embedded in entertainment and media.
For example, in a film, the main character can use an item or other of a definite brand, as in the
movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the
Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo.
Another example of advertising in film is in I, Robot, where main character played by Will
Smith mentions his Converse shoes several times, calling them "classics," because the film is
set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and
Mercedes-Benz logos clearly displayed on the front of the vehicles, respectively. Cadillac
chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes
in which Cadillac cars were used. Similarly, product placement for Omega Watches, Vaio,
BMW and Aston-Martin cars are featured in recent James Bond films, most notably, Casino
Royale.
Television commercials
The TV commercial is generally considered the most effective mass-market advertising
format and this is reflected by the high prices TV networks charge for commercial airtime
during popular TV events. The annual Super Bowl football game in the United States is known
as much for its commercial advertisements as for the game itself, and the average cost of a
single thirty-second TV spot during this game has reached $2.7 million (as of 2009).
Virtual advertisements may be inserted into regular television programming through
computer graphics. It is typically inserted into otherwise blank backdrops are used to replace
local billboards that are not relevant to the remote broadcast audience. More controversially,
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virtual billboards may be inserted into the background where none existing in real-life. Virtual
product placement is also possible.
Newer media and advertising approaches
Increasingly, other mediums such as those discussed below are overtaking television
due to a shift towards consumer's usage of the Internet
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising
space are dependent on the "relevance" of the surrounding web content and the traffic that the
website receives.
E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is
known as "spam".
Some companies have proposed to place messages or corporate logos on the side of
booster rockets and the International Space Station. Controversy exists on the effectiveness of
subliminal advertising (see mind control), and the pervasiveness of mass messages (see
propaganda).
Unpaid advertising (also called word of mouth advertising), can provide good exposure
at minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or
achieving the feat of equating a brand with a common noun ("Xerox" = "photocopier",
"Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner and "Band-Aid"
= adhesive bandage.) -- these are the pinnacles of any advertising campaign. However, some
companies oppose the use of their brand name to label an object.
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SMS (Short Message Service) text messages have taken Europe by storm and are
breaking into the USA. The addition of a text-back number is gaining prevalence as a www
address of yesterday. Used as part of your companies 'how to contact us' these can be very
effective. These can be a (rented) keyword on a short-code or your own system on a standard
number (like Mojio Messenger). The benefit of SMS text messages is people can respond
where they are, right now, stuck in traffic, sitting on the metro. The use of SMS text messages
can also be a great way to get a viral (word-of-mouth) campaign off the ground to build your
own database of prospects sees viral marketing. Interstitial advertisement is a form of
advertisement which takes place while a page loads.
From time to time, The CW airs short programming breaks called "Content Wraps," to
advertise one company's product during an entire commercial break. The CW pioneered
"content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero 2,
Cover Girl, and recently Toyota.
Negative effects of advertising
An extensively documented effect is the control and vetoing of free information by the
advertisers. Any negative information on a company or its products or operations often results
in pressures from the company to withdraw such information lines, threatening to cut their ads.
This behavior makes the editors of the media self-censor content that might upset their ad
payers. The bigger the companies are, the bigger their relation becomes, maximising control
over a single piece of information.
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Advertisers may try to minimise information about or from consumer groups,
consumer-controlled purchasing initiatives (as joint purchase systems), or consumer-controlled
quality information systems.
Another indirect effect of advertising is to modify the nature of the communication
media where it is shown. Media that get most of their revenues from publicity try to make their
medium a good place for communicating ads before anything else. The clearest example is
television, where broadcasters try to make the public stay for a long time in a mental state that
encourages spectators not to switch the channel during advertisements. Programs that are low
in mental stimulus, require light concentration and are varied are best for long sitting times.
These also make for much easier emotional transition to ads, which are occasionally more
entertaining than the regular shows. A simple way to understand objectives in television
programming is to compare the content of programs paid for and chosen by the viewer with
those on channels that get their income mainly from advertisements.
In several books, articles and videos, communication professor Sut Jhally has argued
that pervasive commercial advertising, by constantly reinforcing a bogus association between
consumption and happiness and by focusing on individual immediate needs, leads to a
squandering of resources and stands in the way of a discussion of fundamental societal and
long-term needs.
Flashing of car brands in the minds of respondents
Generally the people having some brands in there minds, which car brand suddenly
flashes in the minds of the respondents when the researcher asked the question?
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Analysis ofcustomer response
on branding andAdvertising for
FORD FIESTA
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Table 1:- Percentage of response over the different brands.
Source: Primary data through structured questionnaire
Table1 displays that ford brand occupies the first place in the minds of the respondents
with a percentage of 35 followed by Tata 20, Maruthi 17, Honda 15,general Motors 7, Toyota
and others with 3% respectively. It can be seen in from the graph1.
Graph1 : showing percentage of respondents thinking about each brand
S.No Car Brands Number of respondents Response percentage
1 Ford 35 35
2 Honda 15 15
3 Tata 20 20
4 Toyota 3 3
5 General Motors 7 7
6 Maruthi 17 17
7 Others 3 3
Total 100 100
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Factors that makes to think about a particular product
There will be some factors which make the people to think about a particular product
for marketing our product it is very important to know about such factors.
Table2:- Influence of the factors that makes to think about a particular product in
percentages.
Source: Primary data through structured questionnaire
35
20
1715
7
3 3
0
5
10
15
20
25
30
35
Percentage
s
Ford Tata Maruthi Honda General
Motors
Toyota Others
Flashing of car brand names in the minds of respondents
S.No Factors makes to think about a car Number of respondents Response percentage
1 Brand 22 22
2 Safety 21 21
3 Mileage 20 20
4 Pricing 22 22
5 Design 15 15
Total 100 100
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From the table 2 it is clear that brand & price of the car with a percentage of 22 each
that influences the people to think about a car, after them follows safety and mileage with 21%
and 20% respectively and the remaining 15% is shared by the design of the car.
This can be seen in the below graph2.
Graph 2: showing the percentages of different factors that influences the respondents to
think about a car
22 2221 20
15
0
5
10
15
20
25
Percentages
Brand Pricing Safety Mileage Design
Percentage of different factors that influences people to think about aparticular car.
Awareness on Ford Fiesta
It is very necessary to know that weather the respondents are aware of the company and
its products.
Table3:- Number of respondents aware of FORD company.
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S.No Are you aware of FORD as a
car manufacturing company
Number of
respondents
Response in
Percentage
1 Yes 100 100
2 No 0 0
Total 100 100
Source: Primary data through structured questionnaire
From the table 3 it was concluded that out of 100 respondents all of them know FORD
as a car manufacturing company. This is represented in the graph3.
Graph3: percentage of respondents aware of FORD
Awarness about the FORD company
Yes
100%
No
0%
Yes
No
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Different Sources of information
Now-a-days there are different information sources through which we can know about
any thing. There is a need to know through which source of information respondents came to
know about the Ford Company
Table 4:- Percentages of different sources of information through which respondents came to
know about FORD.
Source: Primary data through structured questionnaire
Table4 displays the percentage share of different information sources in distributing the
information. In this Newspaper occupies first place with a percentage of 30 followed by
television, fortune ford executives, magazines, word of mouth and internet with 20%, 15%,
15%, 15% and 5% respectively. This is shown in the graph4.
S.No Source of
Information
Number of
respondents
Response in
percentages
1 News paper 30 30
2 Television 20 20
3 Magazines 15 15
4 Internet 5 5
5 Word of Mouth 15 15
6 Fortune Ford
Executives
15 15
Total 100 100
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Graph4: Percentages of different sources of information through which respondents
came to know about FORD.
Source of Awarness about
News Paper,
Television, 2Magazines, 1
Internet,
W ord of Mouth,
From Fortune Fo
Executives, 15
Choice of customers among the variants of FORD
Freedom should be given to the customer to choose from the different variants
produced by the same company. Here let us see which is the brand that the respondent is going
to choose from the Ford car brands when a researcher approaches him/her.
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Table 5:- Showing the Choice of respondents among the variants of FORD
S.No Car variants Number of respondents Response in percentages
1 Fiesta 38 38
2 Ikon 23 23
3 Fusion 14 14
4 Mondeo 5 5
5 Endeavour 20 20
Total 100 100
Source: Primary data through structured questionnaire
Table5 says that out of 100 respondents 38% choose Fiesta, 23% chooses Ikon, 20%
choose Endeavour, 14% choose Fusion, and 5% choose Mondeo in FORD cars. The selection
percentage is shown in the graph5
Graph 4.5: Showing the percentage of choice of Choice of customers among the
variants of FORD
Choice of customers among the Variants of FORD
Ikon
23%
Fiesta
38%
Mondeo
5%Fusion14%
Endeavour
20%
Reasons behind selecting a particular Variant in a same company
There will be some factors which make the people to think about a particular brand. For
marketing our product it is very important to know about such factors.
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Table6:- Influence of the factors that makes to think about a particular product in
percentages.
S.No Factors makes to think about a car Number of respondents Response percentage
1 Safety 27 27
2 Mileage 24 24
3 Pricing 21 21
4 Design 28 28
Total 100 100
Source: Primary data through structured questionnaire
From the table6 it is clear that design of the car with a percentage of 28% that
influences the people to think about a particular brand, after that follows safety with a
percentage of 27%, mileage with 24% and the remaining 21% is shared by the price of the car.
This can be seen in the below graph6.
Graph 6: showing the percentage of Factors behind selecting a particular brand among
the different variants available in FORD
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2827
2421
0
5
10
15
20
25
30
Pricing Safety Mileage Design
Factors behind selecting a particular brand among the different variants
available in FORD
Number of respondents saw the Ford Fiesta advertisement.
Before going to evaluate the effectiveness of the advertisement we have to know
whether the respondents has seen the advertisements.
Table 7:-Number of respondents seen the FORD FIESTA advertisements
S.No
Have you seen the FORD FIESTA
advertisement?
Number of
respondents
Response in
Percentage
1 Yes 100 100
2 No 0 0
Total 100 100
Source: Primary data through structured questionnaire
From the table 7 it is clear that 100% of the respondents have seen the FORD FIESTA
advertisement. This can be represented by the using graph 7.
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Graph 7: Graph showing the respondents percentage who have seen the FORD
FIESTA advertisements
Have you seen the FORD FIESTA advertisment
Yes
100%
No
0%
Yes
No
Effectiveness of FORD FIESTA advertisements
Advertisement plays a vital role in marketing a product. So if the advertisements are
more effective the sales of that product also will be high. So there is a need for evaluating the
effectiveness of FORD FIESTA advertisements to know its effectiveness.
Table 8:- Evaluating the effectiveness of present FORD FIESTA advertisements
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S.No How effective is FORD
FIESTA advertisements are?
Number of
Respondents
Response in
Percentage
1 Highly effective 25 252 Effective 55 55
3 No impact 20 20
Total 100 100
Source: Primary data through structured questionnaire
Table 8 says that 25% of the respondents have opined that FORD FIESTA
advertisements are highly effective, 55% opined that FORD FIESTA advertisements are
Effective and remaining 20% opined that they have No impact. The graphical representation of
the above table is shown in Graph 8.
Graph 8: Effectiveness of FORDFIESTA advertisements.
How effective are the present FORD FIESTA advertisments are
Effective
55%Highly Effective
25%
No Impact
20%
Best Medias for reaching todays customer
Different Medias will have impact no different people so we have to find out the media
which have equal impact on every people. For advertising the product.
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Table 9:- Table showing the response on best media to reach todays customer.
Source: Primary data through structured questionnaire
Table 4.10:- Response of respondents of different age group on best Medias for reaching
todays customers.
Age
Group
Print
Media
Televisio
nS.M.S Internet Other Total
25-35 5 10 12 3 - 30
36-45 15 10 3 2 15 45
46-55 10 10 - - 5 25
30 30 15 5 20 100
Source: Primary data through structured questionnaire
From the table10 we can see that television has a consisted percentage of response
among the advertising media irrespective of the age group followed by print media 30%, S.M.S
15%, Internet 5% and other media of communication 20%. The graphical representation for
this is shown in graph9.
Graph 4. 9:- the response on best media to reach todays customer
S.No Best Media Number of
respondents
Response in
percentage
1 Print Media 30 30
2 Television 30 30
3 S.M.S 15 15
4 Internet 5 5
5 Others 20 20
Total 100 100
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Best advertising media to reach todays Customer
Print Media
30%
Television
30%
S.M.S
15%
Internet
5%
Others
20%
Type of information you expected by the customer regarding the car from its
advertisements
People see advertisement expecting some information relating to that car. So it is the
response of the company to give relevant information through there advertisement.
Table 11:- Percentage of type of information that a customer expects regarding a car from its
advertisement.
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Source: Primary data through structured questionnaire
Table 11 displays the percentages of different types of information that a respondent wants to
know regarding a car from its advertisements. In those information Price of the car standards
first with a percentage of 36% followed by Mileage 20%, Safety aspects 15%, Benefits( like
exchange, financial assistance etc.,) 14% and remaining 15% of the respondents expects all the
above information to be communicated through the advertisement.
Graph 10: Percentage of type of information that a customer expects regarding a car
from its advertisement.
S.No Type of Information Number of respondents Response in percentage
1 Price 36 36
2 Mileage 20 20
3 Safety aspects 15 154 Benefits 14 14
5 All the above 15 15
Total 100 100
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36
20
15 14 15
0
5
10
15
20
25
30
35
40
Percentages
Price Mileage safety aspects Benefi ts All the above
Type of infromation taht a customer expects regarding a car from its
advertisments
Suitability of tag line Go fida with Fiesta for FIESTA
Tag line for a product indicates the attributes of a particular product. Here also Fiesta
has a tag line go fida with fiesta. What is response of the respondent when a researcher asked
him/her for the suitability of that tag line?
Table 12:- Opinion on the suitability of tag line Go fida with Fiesta for FIESTA?
S.No Suitability response
Number of the
respondents
Response in
percentages
1 Perfectly 25 25
2 Suitable 15 15
3 Not Suitable 5 5
4 Cant say 55 55Total 100 100
Source: Primary data through structured questionnaire
Table 12 says that 25% of the respondents opined that the tag line is perfectly suitable
for Fiesta, 15% opined that it is suitable, 5% opined that it is not suitable and remaining 55%
said they cant say any thing. The below graph 4.11 represents the above table12.
Graph 11: Opinion on the suitability of tag line Go fida with Fiesta for FIESTA
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25
15
5
55
0
10
20
30
40
50
60
Percentage
Perfectly suitable Suitable Not suitable Can't say
Is the tagline "Go fida with Fiesta" is suitable for FIESTA
Note: In 100 respondents 45 are existing customers of FORD FIESTA and remaining are non-
customers of FIESTA.
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Creation of publicity for a product.
In the present scenario creating publicity for a product is very important to increase the
sales of that product.
Table 13:- How can we create publicity for a product?
S.No Publicity sources
Number of the
respondents
Response in
percentage
1 Brand 45 45
2 Brand Ambassador 55 55Total 100 100
Source: Primary data through structured questionnaire
From the table 13we can see that 55% of the people opined that publicity for a product
can be created through its brand ambassador and the remaining 45% opined that publicity for a
product can be created through its brand. The graph12 for the above table is given below.
Graph 12: Sources of publicity creation for a product.
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How can we create publicity for a product
Brand
45%Brand Ambasidor
55%
Suitability of Abhishaik Bachan as brand ambassador for FIESTA
For promoting any brand into the market we need a brand ambassador. So for fiesta
company has selected Abhishaik Bachan as its brand ambassador. So there is a need to verify
the suitability of Abhishaik Bachan as the brand ambassador for FIESTA.
Table 14:- Response of people on the verification of the suitability of Abhishaik Bachan as
brand ambassador for FIESTA.
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S.No Response
Number of
respondents
Response in percentage
1 Perfectly Suitable 22 22
2 Likely Suitable 30 30
3 Not Suitable 38 38
4 Cant say 10 10
Total 100 100
Source: Primary data through structured questionnaire
From the table14 we can see that out of 100 respondents 55% of the said that Abhishaik
Bachan was suitable as brand ambassador for FIESTA and 38% opined that he is not suitable
for that and remaining 10% said that they cant say any thing. The graph13 shows the
representation of table14.
Graph13: Response of people on the verification of the suitability of Abhishaik Bachan
as brand ambassador for FIESTA.
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22
30
38
10
0
5
10
15
20
25
30
35
40
Percentage
Perfectly suitable Suitable Not suitable Can't say
Is Abhishaik Bachan is suitable as brand ambassador for FIESTA?
Impact of Abhishaik Bachan on the sales of FIESTA
Directly or indirectly some people are influenced by the brand ambassador in buying a
car or any other products. Keeping that in view they select brand ambassador for there product.
Thinking that sales will grow high.
Table 15:- Impact of Abhishaik Bachan on the sales of FIESTA
S.No Response
Number of
respondents
Response in percentage
1 Yes 50 50
2 No 20 20
3 Cant say 30 30
Total 100 100Source: Primary data through structured questionnaire
Table15 shows that 50% of the respondents said that Abhishaik Bachan has his impact
on the sales of the Fiesta whereas 20% said that there is no impact of Abhishaik bachan on the
sales of Fiesta and remaining 30% said that we cant say any thing on this. This is shown in the
graph14.
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Graph14: Graph showing the response for the Impact of Abhishaik Bachan on the sales
of FIESTA
Is there any Impact of Abhishaik Bachan on the sales of FIESTA
Yes
50%
No
20%
Can't say
30%
Ranking of Companies by the respondents.
Table16:- Ranking of companies with respect to there advertisements based on response
percentage.
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Source: Primary data through structured questionnaire
Table16 shows that Ford was ranked 1st followed by Honda 2nd, Hundai 3rd, Maruthi 4th,
Toyota 5th, Tata 6th, General Motors 7th, Mahindra 8th and others 9th. The response percentage
and ranking is shown in the graph15.
Graph15: Ranking of companies with respect to there advertisements based on
response percentage
S.No Brand Rank
Number of
respondents
Response in
percentage
1 Ford 1 25 25
2 Tata 6 9 93 Toyota 5 11 11
4 Hundai 3 15 15
5 Maruthi 4 13 13
6 Mahindra 8 2 2
7 General
Motors
75 5
8 Honda 2 19 19
9 Others 9 1 1
Total 100 100
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25
1
19
2
15
3
13
4
11
5
9
6 57
2
8
1
9
0
5
10
15
20
25
Percentages&
ranks
Ford Honda Hundai Maruthi Toyota Tata General
Motors
Mahindra Others
Ranking of car according to the response percentage with resepect to
there advertisments
Percentage Ranks
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Findings, observations&
Suggestions
Findings
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From the survey it was found that 35% of people think about ford, 15% of the people thinks
about Honda, 20% of the people thinks about Tata, 3% about Toyota, 7% about General
Motors, 17 % think about Maruthi, and remaining 3% thinks about rest of the brands. There are
different reasons for this which influences them to think about that particular brand.
The reasons are clear that Brand and the price of the product are the main things that make a
customer to think about a particular, mileage and safety measures are next to these features to
make a customer to think about a product, and then come the design of the product.
Out of 100 respondents all the people knows about Ford as car manufacturing company
In the research it was found that Newspaper occupies first place with a percentage of 30
followed by television, fortune ford executives, magazines, word of mouth and internet with
20%, 15%, 15%, 15% and 5% respectively in spreading the news about FORD.
There are five models in Ford and out of 100 people 38% chooses Fiesta, 23% chooses Ikon,
14% chooses Fusion, 5% chooses Mondeo, 20% chooses Endeavour in Fore cars
There are different reasons for this which influences them to think about that particular brand.
28% said it is the designee of the product, 27% said they are safety aspects, 24% said it is
mileage and next to this come pricing of the product with a percentage of 21.
Out of 100 respondents all the respondents have seen the Ford advertisements and the response
percentage is 100%.
80% the ford advertisements are Effective than compared to other car advertisements. The
remaining 20% says that Ford advertisements have no impact on them.
In this 30% of the respondents came to know about Ford through Print Media, 30% through
Televisions, 5% through S.M.S , 5% through Internet, 20% through the company executives of
Fortune Ford and remaining from other means. We can see that Television has a consistence
percentage of rating among the advertising media irrespective of the age group.
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The type of information that a customer expects from the advertisements is 36% of people
wants to know about the price of the product, 20% about mileage, 15% about safety aspects,
14% about the Offers given by the company(like exchange, Financial assistance etc.,), and 15%
of the people wants to know about all the above mentioned information.
Out of 100 respondents 25 said that the tagline Go Fida with FIESTA is perfectly suitable for
FIESTA. 15 said that it is suitable and 5 said that it is not suitable and the rest 55 members are
not commented any thing in this matter.
From the analysis it was drawn that 55% of the people has opined that publicity for a product
can be created through its brand ambassador and the remaining 45% opined that publicity for a
product can be created through its brand.
we can see that out 100, 52% of the people said that Abishake Bachan was suitable as brand
ambassador for FIESTA and 38% of the respondents say that he is not suitable (instead of
Abishake Bachan some local popular Figure will increase the sales in any geographical area)
and 10% said they cant say any thing..
Over all 50% of the respondents says the brand ambassador (Abishake Bachan) has his Impact
on the sales of the FIESTA and 20% said there is no impact and 30% said they cant say any
thing.
Only 55% of the respondents know that FORD FIESTA has entered into the Limca Book of
records.
Finally Ford was ranked as 1 with respect to its advertisements among its competitors.
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Observations
In the research it was found that people are facing problems with the services.
Company people (Fortune Ford) are not giving the full fledge information to the customers
about the car.
Many people suggested that Ford has to try different medias for there advertisement ex: FM
radio, Hoardings and cutouts etc.,.
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SUGGESTIONS
After the analysing the data gather through the survey, and from the observations it was
found that the overall branding and advertisement for FORD FIESTA is good in addition to
this the following suggestions are proposed:
1 In an attempt to maintain good relations with customers advertising which is a part
of marketing channels plays a major role and it is most important for the company.
So they should maintain the tempo & regularly try to improve it.
2 Advertising should not only be made through paper, road shows, TVs but also
through hoardings & cut-outs and other source of communication.
3 For increasing their sales the company should provide one or two event programs in
a month which makes the company to spread the information to the large no of
customers
4 To increase the sales company can have to take local popular figures as its brand
ambassador Ex: In Andhra Pradesh any of the present heroes can play as ambassador
role to communicate the information to the local people.
5 To increase the effectiveness of the adds Ford has to mention the price, mileage,
safety aspects of FIESTA in its adds.
6 Sales personal should be upgrade regularly with all the technical information and
new pricing list about the vehicle so that they can be in a state to answer the all
question posed by the Customer.
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Bibliography
Philip kotler- Marketing Management-12th
edition 2007, PHI, New Delhi.
Rajan Saxena-Marketing Managemnet-4th edition 2004, TMH- New Delhi.
Tapana.K.Panda-Marketing Management-2nd edition 2007, Excel Books, New Delhi
Rajeev Batra, John.G, Myers, David.A.Aaker-Advertisement Management-5th edition 1999,
PHI, New Delhi.
Cravens.Hills.Wood Ruff-Marketing Management-AITBS Publishers and Distributors, New
Delhi.
Aaker,Kumar,Dankundli-Marketing Research-7th edition, John Wiley& sons, New Delhi.
Nirmal Kumar-Marketing as Strategy, HBS Press, New Delhi.
Subhash.C.Jain-Marketing Planning and Strategy-6th edition 2007, Thomson, Chennai.
George.E.Belch & Michael.A.Belch-Advertising and Promotion-13th edition 2007, TMH,
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Books, New Delhi.
Web Sites:
www.autoindia.com
www.fordindia.com
www.fortuneford.com
www.ford.com